Coffee in Russia

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Executive Summary

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PROSPECTS

Fresh coffee attracts more consumers in Russia

Volume sales of both coffee beans and fresh ground coffee grew notably in 2017, mainly due to the developing fresh coffee culture in cities. Leading players have expanded their offer of fresh coffee in different price segments, regularly introducing price discounts and promotions.

Foodservice coffee is thriving

In line with recovering disposable incomes, the drinking of coffee in foodservice, as well as on the move, has been becoming more popular in Russia. The thriving fresh coffee culture is attracting new investment, thus motivating independent and chain coffee shops to launch new cafés with competitive pricing.

No signs of consumers cutting back on coffee

Retail prices of both fresh and instant coffee grew moderately in 2017, supported by the stable Russian rubble and widespread discounting. Reasonable price inflation encouraged consumers not to save on coffee, despite the sluggish recovery of disposable incomes.

COMPETITIVE LANDSCAPE

Nestlé loses sales share due to focus on instant coffee

Nestlé continues to dominate coffee due to its strength within instant coffee. Nescafé remains the most popular coffee brand in Russia, enjoying widespread distribution throughout the country.

Limited new product developments in 2017

Only a very limited number of new products were introduced within coffee in 2017. Instead, leading companies mainly focused on promoting volume sales of already well-established brands and introducing frequent discounts for both instant and fresh coffee.

Escalating competition

Competition in coffee became more intense over the review period. As a result of the sluggish recovery of disposable incomes, the main driver of successful competition was the offering of affordable prices.

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